The Impact of Option Presentation on Optimal Choice Identification: the Moderating Effect of Childhood Ses
We investigated the effects of interaction between childhood socioeconomic status (SES) and sequential versus simultaneous option presentation on consumers’ optimal choice. Two studies show that individuals with low (vs. high) childhood SES are better at identifying the optimal option when the options are presented simultaneously rather than sequentially.
Citation:
Yue Zhang and Jooyoung Park (2021) ,"The Impact of Option Presentation on Optimal Choice Identification: the Moderating Effect of Childhood Ses", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 901-901.
Authors
Yue Zhang, Peking University HSBC Business School
Jooyoung Park, Peking University HSBC Business School
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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